Ep. 016: LinkedIn almost made him $1,000,000 on a Game Show w/ Kyle Steele
- Ryan Snaadt
- Mar 24
- 4 min read
How to Master LinkedIn Marketing: Lessons from Ryan Snaadt and Kyle Steele
In the world of digital marketing, everyone is fighting for attention. But for business owners in the Des Moines metro and across Iowa, the most valuable attention isn’t found on TikTok dances or Facebook memes—it’s hidden in plain sight on LinkedIn.
In a recent episode of Rhymes with Odd, Ryan sat down with Kyle Steele, the "Most Interesting Man in Marketing" and owner of SEO Expert, to discuss how Iowa businesses can stop hunting for leads and start "stocking the pond" through consistent video content.
If you are a Des Moines business owner, marketing director, or aspiring entrepreneur, this conversation is a masterclass in building a brand that survives—and thrives—in the digital age.
The "Forgotten Funnel": Why Des Moines Businesses Need LinkedIn
One of the most profound insights Kyle Steele shared is the concept of the Forgotten Funnel.
While many local businesses dump their marketing budget into Facebook or Instagram, Kyle points out a major hurdle: corporate filters. Approximately 55% of companies block Facebook on their office networks and VPNs. However, LinkedIn is almost never blocked because it is viewed as a "professional" tool.
Meet the "LinkedIn Lurkers"
Kyle describes a phenomenon he calls the LinkedIn Lurkers. These are the professionals who watch your videos every week but never hit "like," never comment, and never share.
The Psychology: Many employees feel like someone is looking over their shoulder at the office, so they hesitate to engage.
The Opportunity: Just because they aren't engaging doesn't mean they aren't buying. Kyle and Ryan Snaadt both noted that they often receive high-ticket inquiries from people who have "lurked" on their profiles for years without a single interaction.
For a local Des Moines service provider—be it a realtor, a lawyer, or a commercial contractor—this means your LinkedIn feed is effectively your most powerful "soft sell" newsletter.
Branding vs. Advertising: Moving from "Hunting" to "Farming"
Ryan Snaadt often speaks about the power of video production in building trust, and Kyle Steele’s story is a testament to that. When Kyle bought his marketing agency in Valley Junction, West Des Moines, he didn't have a massive advertising budget.
Instead of traditional "hunting" (cold calling and aggressive sales), he turned to "farming" through a series called "One Minute Wednesday."
Why Top-of-Mind Awareness (TOMA) Wins
Kyle shared a story about a client who hired him for SEO services. When asked why they chose him, the client replied: "We were in a meeting, realized we didn't like our current provider, and everyone at the table simultaneously said 'Kyle Steele, SEO Expert, One Minute Wednesday.'"
The takeaway for Iowa marketers? 99% of the decisions that affect your business are made when you aren't in the room. Consistent content ensures your name is the one that gets brought up when the "problem" arises.
The Shift in Trust: People Trust People, Not Brands
In the past, a Des Moines resident might do business with a firm like Charles Schwab because of the corporate name on the building. Today, that hierarchy has flipped.
As Ryan Snaadt and Kyle discussed:
Old School: I trust this brand, so I trust the person working there.
New School: I trust the person (because of their content), so I trust the brand they represent.
This is why "hiding behind compliance" is a death sentence for financial advisors and insurance agents. If you aren't showing your face and sharing your expertise, you are becoming invisible to the modern consumer.
3 Tips for Des Moines Business Owners to Start Creating Content
If the idea of being on camera feels daunting, Kyle Steele’s "origin story" should give you hope. His first video took 86 takes, featured his nose hairs, and was shot the wrong way. Six years and 300 episodes later, he’s a LinkedIn powerhouse.
1. Focus on Your "Strolling" Strategy
When Kyle first started in Valley Junction, he didn't sit behind a computer. He walked door-to-door, shook hands, and asked business owners: "What do you need help with?" Use your content to answer the questions you hear on the streets of Des Moines every day.
2. Embrace YouTube University
You don't need a formal marketing degree to dominate your niche. Both Ryan Snaadt and Kyle Steele emphasize the value of self-education. Use "YouTube University" to learn the basics of lighting, framing, and SEO, then apply it immediately.
3. Consistency Over Perfection
Kyle’s mantra is: "Content is King, Consistency is Queen." It doesn't matter if your first 10 videos are "terrible." What matters is that you show up every week. In a small market like Des Moines, being the most visible person in your industry is often more important than being the "best" in your industry.
The "Crescendo" of Digital Marketing
We are currently at a "Crescendo" where AI, video, and social media have converged. As Ryan Snaadt points out, it has never been easier to differentiate yourself from the competition. While your competitors are afraid to "give away their secrets," you can win by being the most helpful, most visible, and most consistent voice in the room.
About Ryan Snaadt
Ryan Snaadt is a Des Moines-based videographer and marketing consultant who helps businesses grow through high-impact video strategy. His podcast, Rhymes with Odd, explores the intersection of business, creativity, and entrepreneurship.
About Kyle Steele
Kyle Steele is the owner of SEO Expert and the creator of "One Minute Wednesday." He specializes in helping businesses navigate the complexities of digital marketing and LinkedIn strategy.
Are you ready to stop being invisible?
If you’re a Des Moines business owner looking to elevate your brand through video, it’s time to start your own version of "One Minute Wednesday." As Kyle and Ryan proved: your next million-dollar opportunity might just be one LinkedIn post away.
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